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Using Celebrity Partnerships to Enhance Brand Initiatives

By Stephanie Viana, Director, Partnerships

AGM _magic_

  • Our Owned Media team designed and developed a website for DreamWorks Animation's Gabby On The Go tour, based on "Gabby's Dollhouse" TV show. The website, featuring touring locations, ticketing links, an image gallery, a children's coloring book and an interactive map, is fully ADA compliant and device-responsive. The website, launched in June 2023, has since received close to a quarter million visits. Check it out here.


In a hurry? Here's our pick of the top news items of the week.

  • More than one-third of users who canceled a Premium SVOD service between Q1’21 and Q1’22 were “won-back” 12 months later, with nearly a quarter of these users "won-back" within three months after canceling. (Antenna)

  • Nearly 60% of Americans say they have had to cut back on live entertainment spending this year because of rising costs, according to a September WSJ/Credit Karma survey. (The Wall Street Journal)

  • Forty-one states and the District of Columbia are suing Meta alleging that the tech giant harms children by building addictive features into Instagram and Facebook. (The Washington Post)

  • Beginning this month, programmatic buying is available across all programming on AMC, WE tv and BBC America. AMC Networks says it’s the first time live linear inventory can be purchased programmatically in a real-time, biddable ad environment. (DigitalTV Europe)

  • A new tool called Nightshade had been created as a way to fight back against AI companies that used artists' work to train their models without the creator's permission, by "poisoning" the pixels in their art. (Technology Review)

  • In its Q3 earnings report, Comcast said its theme parks EBITDA increased 20%, the highest-ever quarterly profit for the division, driven by higher revenue at international parks and Super Nintendo World at Universal Studios Hollywood. (MSN)


  • Martin Scorsese‘s “Killers of the Flower Moon” earned US $23M from 3,628 North American theaters over the weekend and US $21M from 63 international territories for a global total of US $44M. (Variety)

  • Roughly one-third (31%) of all U.S. adults said they intentionally purchased a dupe of a premium product at some point, with this figure being much higher among Gen Z adults (49%) and millennials (44%). (Morning Consult Pro)

  • SAG-AFTRA released costume guidelines for members looking to “celebrate Halloween this year while also staying in solidarity” with the strike. (Variety)

  • Phone users in China selected the Huawei Mate 60 series over the iPhone 15 Pro Max by a margin of 10%, selling more than 1.6M units in just six weeks. (Gizmochina)

  • The UK saw a boost in streaming in Q3, with the number of households in the region with access to SVOD services reaching 19.3M. (DigitalTV Europe)


  • Instagram announced a test that lets users only see posts from Meta verified users, creating a verified-only feed. (The Verge)

  • Samsung announced their plan to shut down of their Steam Link app, a service that let users wirelessly stream PC games from their Steam library to other devices. (The Verge)

  • TikTok is testing the ability for users to upload longer videos, a new option that increases the video upload limit from 10 minutes to 15 minutes. (Tech Crunch)

  • Walmart+ members can now get six free months of Tastemade+, a service usually priced at US $5.99/mo on a standalone basis. (StreamTV Insider)

  • NBCUniversal launched a streaming service for youth and amateur sports called SportsEngine Play, offering basic live streaming of games and some on-demand video for free. (NextTV)

  • Apple Inc. plans to redesign its TV app in a step toward consolidating the company’s various video offerings later this year. (Bloomberg)

  • Spotify announced their plan to make significant changes to their royalty payout model in Q1 2024 by shifting US $1B in royalty payments over the next five years to ‘legitimate’ artists and rightsholders. (Music Business Worldwide)

  • Paramount+ has unveiled the rollout of premium subscription tiers launching in November and advertising tiers launching in 2024, both in international markets. (Hollywood Reporter)

  • Amazon smashed Wall Street expectations in its Q3 earnings report, delivering US $143.1B in total revenue, and net income of US $9.9B. (Hollywood Reporter)

  • X wants to take on YouTube and LinkedIn, and reportedly plans on launching a news wire. (Bloomberg)


  • Prime Video has revealed the premiere date for "Fallout," a live-action adaptation of Bethesda’s popular RPG video game franchise, to be April 12th. (The Verge)

  • A group of Hollywood's biggest stars had presented to SAG-AFTRA leaders a groundbreaking proposal that amounted to the town's biggest earners defraying the costs to AMPTP signatories by eliminating the cap on membership dues. (Deadline)

  • The new Netflix series “The Fall of the House of Usher” and Apple TV+’s “Lessons in Chemistry” topped the streaming chart for the week through October 18th. (Media Play News)

  • Since launching on Netflix, "No Hard Feelings" has made the Netflix global top 10 list, ranking as the seventh most popular film for the week of October 16th through 22nd. (Screen Rant)

_Tech_ _&_ AI

  • Ugg worked with AR technology company Zero10 to promote its new UggExtreme cold weather clothing and footwear collection with an augmented reality experience in its New York flagship on Fifth Avenue. (Ad Week)

  • Amazon recently began listing drone delivery as an option for Amazon Pharmacy customers in a test program in College Station, Texas, and planned to expand this effort to Britain and Italy by late 2024. (Bloomberg)

  • YouTube is using Google AI for advertisers with the introduction of a new advertising package called “Spotlight Moments.” (Tech Crunch)

  • OpenAI is in talks to complete a deal that would value the company at US $80B or more, nearly triple its valuation less than six months ago. (The New York Times)

  • In Google image search results, users will start seeing an information box called “about this image," a feature introduced in the hopes of helping users discern whether a photo search result could be trusted. (Wired)

  • Leading camera manufacturer Leica had announced that it was officially launching the new M11-P camera, which was to be the world’s first camera with built-in Content Credentials. (Content Authenticity)

Location-based _entertainment_

  • The Grevin Museum in Paris got a wave of criticism over the life-sized figure of the wrestler-turned-actor, The Rock, earlier this month due to the model's skin tone. (BBC)

  • Walt Disney World announced plans for its Disney After Hours 2024 season, where participants will have access to select theme park attractions after the park closes to day guests. (Theme Park Insider)

  • Ed Sheeran's “Mathematics” tour broke the record of the highest single-show attendance at the So-Fi Stadium, with over 81K fans in attendance at SoFi Stadium. (Clutch Points)

  • IMAX continues to benefit from Hollywood's ongoing box office recovery as the film technologies company unveiled its third-quarter profits of US $12M. (Hollywood Reporter)

_Travel_ & hospitality

  • Uber Technologies Inc. now allows users to book hot air balloon rides over Turkey’s touristic Cappadocia region, the latest step in the company’s push to expand from taxis and ride-hailing into wider travel and tourism. (Bloomberg)

  • Frontier Airlines announced an overhaul of its frequent flyer program to reward travelers depending on how much they pay to fly and perks including fee-free flight changes, seat assignments, in-cabin pets and, at the highest level, a second free checked bag. (CNBC)

  • JetBlue announced the launch of new direct flights starting in the Spring, including direct flights from New York and Boston to Dublin Airport as well as a daily flight from New York to Edinburgh Airport. (Simple Flying)

  • California's Disneyland Resort announced the opening of the first fully Pixar-themed hotel in the US on January 30th.(Hospitality Net)

  • A Chattanooga-based hospitality group, Vision Hospitality, has acquired the land needed for a 12-story Midtown/Nashville hotel for US $5M. (

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